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Burger King franchisees weren't "satisfried" with Satisfries. So,
they're off the menu.

Only 2,500 of the approximately 7,400 Burger King locations in
the U.S. and Canada will continue selling Satisfries, the burger
chain announced on Wednesday. This week, Burger King gave
franchisees the choice to continue selling the lower-calorie
French fries or to cut the menu offering. Many went with the
latter option.

"At launch, Burger King Corporation (BKC) announced that guests
would ultimately determine how long Satisfries would remain on
the menu," a Burger King spokesperson said in a statement. "The
remaining restaurants will treat the product as a limited time
menu offering and have begun phasing it out after this
unprecedented run."

Burger King first introduced Satisfries last September. The
crinkle-cut fries have 40 percent less fat and 30 percent fewer
calories than McDonald's French fries on a pound for pound basis,
and depending on the size, at least 50 fewer calories than Burger
King's original fry offering. The chain heavily hyped the
product, focusing on the new fries in advertising and social
media, and adding Satisfries to the Kid's Meal in March.

Burger King initially portrayed Satisfries as a success for the
chain.

"During Q4, the introduction of the Big King sandwich and the
first full quarter of Satisfries, the first of its kind
better-for-you French fry, help increase sales," the company said
in its fourth quarter earnings report in February. In April, the
company announced plans to roll out Satisfies in major European
markets.

Satisfries' inability to catch on with health-conscious customers
may be a loss for Burger King, but the chain's willingness to
listen to franchisees is a definite win for the
franchisor-franchisee relationship. Struggles over unprofitable
menu items are a common point of disagreement between franchisors
and franchisees operating on slim profit margins. For example,
the McDonald's Dollar Menu was a constant point of contention for
franchisees, who protested the steeply discounted items and
helped push the chain to rename the menu " Dollar Menu &
More."

By putting the decision to stock Satisfries in the hands of
franchisees, Burger King reveals the importance of the franchise
model following its recent refranchising push. With essentially
all Burger King restaurants now owned and operated by
franchisees, the company -- taken public again in 2012 by 3G
Capital -- needs to keep franchisees on its good side if it wants
to succeed.